創立者 of 工場／植物-based bacon and sausage 会社／堅い THIS says vegan food is having a '（手先の）技術 beer moment'
- Andy Shovel and Pete Sharman 開始する，打ち上げるd 工場／植物-based food brand THIS in 2019
- It 雇うd a 20-strong team of scientists to develop its 特許d Fat 2.0 科学（工学）技術
- We 会合，会う Shovel to talk about why the vegan market is in 拒絶する／低下する
Britain's love 事件／事情／状勢 with 偽の meat was more of a (n)艦隊／(a)素早いing romance, as 消費者s turned their 支援する on it as quickly as they fell for it.
It's （人命などを）奪う，主張するd the vegan market may be 価値（がある） as much as £50billion globally by 2030, but sales in the UK seemed to have flatlined.
It has かもしれない been 構内／化合物d by the cost of living 危機 - vegan 製品s tend to be more expensive than meat and 酪農場 - と一緒に an oversaturation of the market.
Much like the （手先の）技術 beer market, which にわか景気d over the past １０年間 but 退却／保養地d in 最近の years, you could argue that 工場／植物-based food has had its moment in the sun.
Food critic Grace Dent features in THIS' first TV advert trying its vegan sausage?
For Andy Shovel, co-創立者 of 偽の meat brand THIS, it is all part of the 過程.?
THIS has taken the market by 嵐／襲撃する, growing by more than 50 per cent in the past year and re cently 開始する，打ち上げるd a glitzy advertising （選挙などの）運動をする - すなわち, a TV advert with food critic Grace Dent and posters around the London 地下組織の 網状組織.
武装した with a team of scientists, Shovel believes its 特許d Fat 2.0 科学（工学）技術 has the 可能性のある to shake up a market that has, for the most part, become stale やめる quickly...
From meat lovers to 開始する，打ち上げるing THIS?
When you walk into the THIS office - an old 航空機 factory in west London - you're met with a ping-pong （米）棚上げする／（英）提議する, whiteboards galore and music 爆破ing.
You'd be forgiven for thinking you'd stepped into a tech startup.
That is, until you notice the fridge 十分な of 偽の meat, an 従業員 cooking up some THIS bacon and cardboard 削減（する） outs of two women, Anya and Jo.
They are, I'm later told, THIS' typical 顧客s. Shovel tells me: 'Anya is a vegan in her 中央の 20s. She's a young professional, she's busy, she doesn't have any kids and lives with friends.
'She 行方不明になるs the taste of meat but she doesn't want to have it because she doesn't want to be cruel to animals.'
'Jo is a busy mum with two kids. She's a flexitarian but is trying to 減ずる her meat intake for 気候 推論する／理由s. She cares about the 環境 but doesn't want to 妥協 on taste.'
The cardboard 削減（する）-outs might be a bizarre feature but they 示す the changing demographic 偽の meat brands are trying to 控訴，上告 to.
Once the 保存する of socks and sandal wearing hippies, veganism and flexitarinaism have become mainstream.
'Flexitarians are our main 的… because that's where we think the big societal 転換s can happen,' Shovel says.
In fact, Shovel and his co-創立者 Pete Sharman weren't even committed vegans when they 開始する，打ち上げるd THIS. They 開始する，打ち上げるd and, in 2016, 結局 sold their own burger 配達／演説／出産 company, Chosen Bun.
Since 開始する，打ち上げるing THIS, they've become 信頼できる vegans, although he says it isn't a 基準 when 雇うing staff.
After selling Chosen Bun and taking some time out to travel, the 二人組 sat 負かす／撃墜する to brainstorm ideas for their next 投機・賭ける and 結局 settled on 工場／植物-based food, after the success of the likes of Beyond Meat in the US.
'When we thought of a good [idea], we'd 強調する／ストレス 実験（する） it with a 財政上の model and then we'd 会合，会う people in the 産業 to fact find.?
'We'd keep trying to find a 推論する／理由 not to do it… when we did that 過程 for 工場／植物-based food, we didn't find a 推論する／理由 not to.'
Shovel and Harman put in £150,000 of their own money to develop some 原型s and put a 商売／仕事 計画（する） together, until they 安全な・保証するd 基金ing from 投資家s.
THIS says its Fat 2.0 科学（工学）技術 means its food has kept the taste and smell of meat??
Fat 2.0?
THIS didn't 開始する，打ち上げる into an 完全に new market. The likes of Quorn and Linda McCartney had been in the market for １０年間s, but Shovel and Harman thought they could go one step その上の.
'We 手配中の，お尋ね者 more 現実主義の 製品s so people could have the experience of meat without the downside. The taste, the succulence, the smell.
'We also 手配中の，お尋ね者 to 改善する the brand. The brands at the time weren't speaking to [meat-eaters], it was a very for us, by us vibe.?
'They were unrelatable, holier than thou, come and join the club. It wasn't very outward looking.
'I made the 決定／判定勝ち（する） 早期に on, that it doesn't make people hungry to be sanctimonious, to lecture them.'
Where THIS 異なるs from competitors Shovel says, is that rather than phoning factories to ask for a vegan nugget or burger, it has an in-house 革新 team of around 20 scientists that are 雇うd 十分な-time.
'We're a vertically 統合するd 小型の-研究 centre. We've とじ込み／提出するd 10 特許s for all of the 革新s we've created around fat systems or textured 改良s.'
Its Fat 2.0 科学（工学）技術 is made from olive oil and water and while it looks and cooks like meat, the fat content is 極小の.
'You're 存在 tricked into thinking it's succulent and fatty essentially by lots of water and a bit of oil,' says 押す. 'It's a way to give the experience without making it 最高の unhealthy.'
The 長，指導者 批評 of a lot of vegan 代案／選択肢s is that it's 十分な of 汚い preservatives.?
The growing consciousness around ultra-過程d food (UPF), means brands have come under 解雇する／砲火／射撃 for （人命などを）奪う，主張するing to be a healthy 代案／選択肢.
Shovel quickly bats this off: 'The important thing is to make fair comparisons.?
'I think people often take our 工場／植物-based bacon or sausages and compare them with aubergines or salads and say it's not whole food.?
'We're not trying to 取って代わる aubergines, we're trying to 取って代わる bacon which is 過程d, unhealthy… with lots of cruelty and 放出／発行s.'
THIS （人命などを）奪う，主張するs its bacon has 95 per cent いっそう少なく saturated fat and half the salt, but for health-food 熱中している人s the 成分 名簿（に載せる）／表（にあげる） will still be too long.?
THIS' bacon has 20 名簿（に載せる）／表（にあげる）d 成分s while real bacon tends to have around seven.?
'The gold 急ぐ in the vegan market is like （手先の）技術 beer'
最近の 人物／姿／数字s 示唆するs there i s いっそう少なく 需要・要求する for vegan 代案／選択肢s, with some 分析家s 予報するing we've 攻撃する，衝突する 頂点（に達する） 偽の meat , after big companies 急ぐd into the market.
'Brands big and small have piled in with 速度(を上げる） over 質.?
'You've got mostly big brands 配達するing 製品s that are 明確に objectively terrible but they're putting them on 棚上げにするs because the retailer has given them the space, and therefore the 収入 可能性のある.?
'The trouble is it's now coming 支援する to haunt the 部類.'
This year, Beyond Meat 報告（する）／憶測d a 33 per cent loss in sales, while UK brand Meatless Farm went into 行政 in June.
Shovel is unfazed by this and 予報するs the 'gold 急ぐ' of big brands 急ぐing into the market will only lead to consolidation, of which he hopes THIS is a 受益者.
'What's happening is 極端に un-exotic and happens every time there's an over-増殖 in the 部類.?
'It happened with （手先の）技術 beer.?
'There was a big explo sion, people said we've reached 頂点（に達する） （手先の）技術 beer and then it starts to 強固にする／合併する／制圧する from say 20 brands to five.?
'It happened with smoothies in the 中央の-2010s.'
Shovel seems to think the vegan market is in a corrective period but he isn't worried about THIS, which has grown 55 per cent year-on-year and is 事業／計画（する）d to £22million in sales this year.
Shovel is also 確信して that THIS will become profitable next year, although he 収容する／認めるs that marrying this with growth will be challenging.
The iPhone of veganism?
Beyond reaching profitability, Shovel says: 'the 計画（する） is to become 開拓するs in the next protein form… I would love us to be the iPhone-esque step change.'
Shovel says he 計画（する）s to develop 工場／植物-based food that 'isn't like meat and is different to anything that's come before it. Think of if tofu was invented in 2023, what would it be like?'
It's a bold ambition and one that might 疎遠にする the very 顧客s THIS is looking to entice, but Shovel is 毅然とした that the 部類 will 結局 move into 申し込む／申し出ing a whole food 代案／選択肢.
THIS' 天文学の growth has 大部分は been 負かす／撃墜する to its 控訴，上告 to meat-eaters and its successful replicas of of fridge 中心的要素s.?
Its move into 'Protein 2.0' might be a step too far for some but if there is a 相当な 転換 in 消費 habits, Shovel hopes to be at the 最前部.
